I won’t even try to hide it: You’re reading a marketing blog. My job is to sell my company’s services and motivate you to choose Beez over another custom writing service. That being said, having worked in this business for as long as I have, I’ve seen many marketers come and go who had varying degrees of understanding about how to use their content and the kinds of content they should be developing if they really want to be successful.
Every time you contract for written content, it costs money. I get that. I’m certain that you understand that you’ll always be investing in your business no matter what corners you choose to cut in the process. Some can be more safely cut than others.
In my opinion (and based on the results I’ve seen), your written content is not an area of your marketing strategy that you want to neglect or do halfway. People will judge the quality and value of what you’re selling on how it’s presented. All written copy exists to achieve specific goals. You have a better chance to meet them with better copy.
Before you look at the section headings and decide, “Yeah, I’ve heard all this before …” I want to encourage you to give what I have to say today a chance. Lots of copywriting services toe the same line when it comes to content creation. However, far too often, marketers don’t use some of these support content solutions as effectively as they could be. Commit to reading this post to the end, and I think you’ll find a few things along the way you either haven’t thought of or haven’t effectively implemented.
Your E-Comm Needs a Blog
Your blog is the first of two key anchors that set the stage for other forms of content and content delivery strategies. In previous posts, I’ve said that all e-comms need a blog, and that blog needs to be updated regularly.
Websites that are updated regularly always rank better than ones that aren’t. Bringing in new products and cycling out old ones helps, but the real edge in SEO comes in longer-form content like blog posts. In this instance, take “longer form” to mean 500+ word blog posts that provide details about specific products or product categories.
Your blog can be used to give more detailed product descriptions. It can also be used to explain why the buyer needs the product — what problem(s) it solves, the benefits of having and using it, and, most importantly, why people should get it from you. You can also develop blog content further by covering objections and answering questions in a conversational or even narrative tone. If you’ve never tried using storytelling to sell something, this is a great opportunity to test out that strategy on your audience.
Segmented Email Lists
Email is the other anchor that I think holds most good marketing initiatives together. The direct delivery method of email makes it extremely powerful. Coupled with engaging subject lines and intelligent, well-thought-out messaging, you have an opportunity to generate conversions that you might never achieve with just a few social media posts and links to product pages.
Divide your list into segments for split testing and send emails to small, targeted groups of readers. At that point, you will get a better feel for how to communicate with the people on your list who found you through a variety of sales funnels. It can take a little time to get a clear picture. Still, once you tap into the kinds of subjects to which your prospective customers respond best, you’ll wind up with better social media engagement, click-throughs to product pages, and much more.
Social Media Content
That last paragraph was a good segue into the realm of social media. You also want to split-test how your email list responds to different calls to action. You want to zero in on social media as a destination in your emails if at all possible. Some products and product categories are more conducive to direct site engagement, but filtering that traffic through social media when possible is critical.
The more congruity there is between your social media content and other forms of support content, the easier it will be to channel some of that traffic to your social media pages, even with readers who are less apt to want to engage. If you leave your emails open ended and offer just a little bit more of a hook in your social media posts, getting people to click through to your site will be much easier.
The idea here is to make your audience crave hearing the rest of the story. Make them want to click through to learn the solutions to the pain points you present. Then, promise to reveal the solution when they click through to read your blog post or product description. The more you drive curiosity in your content and the more of a progression of information you create, the more interest you will generate. Interested and engaged readers follow calls to action to learn more.
That said, don’t force people to jump through too many hoops. A CTA in your email to visit your social page with a subsequent link to the destination content is plenty. If you can get them to click through twice, they’re interested. Period.
Effective Product Descriptions
Once you’ve gotten people to your product page, that sense of congruity and direction becomes that much more crucial. The product description should address key pain points and offer the solution in a succinct, cohesive manner.
I’ve mentioned this in other posts, but if you’re new here, I think you should pay attention to this strategy. I think, and have seen proof, that working backward in regards to content creation will work really well in your favor. Ever try completing a maze finish to start instead of start to finish? Was it easier? Most of the time, it is. Marketing copy works the same way.
Start by adopting or creating powerful visuals for your product pages and ads. Ad visuals should integrate into your product pages. Then, write product descriptions around your visuals, then write your social media and blog content around the product descriptions. Finally, develop email content that focuses on the key points you want to be made clear in your messaging and put the progression of information in the mind of the reader.
Need help putting all the pieces together? Contact us. Our team of dedicated writers can help put all the pieces together and help you develop cost-effective, high-quality content that drives conversions on all levels of the buyer’s journey.
